'Very mindful, very demure': The hysterical new TikTok trend, explained
See how we're explaining a TikTok trend kindly with context? Very mindful, very demure.
The phrase "very mindful, very demure" has gone viral after TikTok user Jools Lebron popularized the phrase in a series of videos. The TikToker uses the terms to describe the level of appropriateness for makeup and fashion choices in a variety of settings.
Since then, the audio clip has taken on a life of its own across social media.
Here's what to know about the trend:
What does demure mean?
Traditionally, the term "demure" was used to describe a woman who was quiet, reserved, or modest, contrasting sharply with qualities like racy, standout, or loud.
Jools Lebron use of the word demure
Lebron redefines "demure" and "mindful" to refer to a refined, subtle elegance in various contexts—whether at work, on a plane, or in personal appearance.
In her viral TikTok video from August 2 titled "How to Be Demure at Work," Lebron demonstrates her interpretation of the term as choosing simple makeup and hairstyles for the workplace, rather than a green cut-crease as an eye makeup choice, for example.
Her video, which includes phrases like “very demure, very mindful,” garnered millions of likes and inspired a series of similar videos on her account. She covers topics such as dressing demurely for work, flying, and even interacting with hotel staff.
Lebron's TikTok video about how to be demure in the workplace has over 22 million views so far.
Demure TikTok trend
After Jools Lebron's TikTok video went viral, other users began creating videos using the sound to demonstrate their "very mindful, very demure" behaviors.
Some videos show users demonstrating etiquette at businesses, but most demonstrate ironic usage of "demure," such as overlaying the audio on a dog misbehaving or a college student having a complicated route up a bunk bed.
Over 24,100 TikToks have been created using the audio so far.
Who is Jools Lebron
Beyond her TikTok success, Lebron, a makeup artist and influencer, has used her platform to discuss her experiences as a self-described "plus-sized trans woman," reflecting on her lifelong passion for feminine interests and her identity.
In a more recent TikTok video, Lebron posted in tears, how the "demure" trend has changed her life.
"Maybe you should make the videos because one day I was playing cashier and making videos on my break and now I’m flying across the country to host events, and I’m going to be able to finance the rest of my transition," she said.